Chapter 8 – Reveal for Results!

“The best way to succeed in life, is to act on the advice we give to others!”

5. Push. Pull. Play—and Profit.

I’m convinced that involvement is a principal reason for the success of Sharper Image, the nationwide chain of stores that offers adult electronic toys and gadgets. Sharper Image promotes participation. You are encouraged to ride the exer-bike, lay down on the massage table, jump on the pogo-stick or crank up the CD. I know this because I’ve done all of them at their stores across the United States. Aside from having a great time pushing, pressing and playing, I participated in and witnessed a simple, but most effective business-development technique—involvement!

Remember, an involved customer is more likely to buy or invest. And the more customer senses you can activate, the greater the likelihood that you satisfy a need, solve a problem, or help some one realize a dream or goal.

Land Rover has taken involvement to a new level. They have transformed the typical car “test ride” into an automotive adventure. At dealerships throughout the United States, Land Rover is erecting multimillion-dollar boutiques known as Land Rover Centres. Sales people are dressed in khaki safari attire and they accompany a prospective owner of a Land Rover Discovery, ($38,000) onto an off-road course built in a dealership’s parking lot—that includes steep inclines and rocky hills. Customers love it!

Involvement is a simple and savvy sales strategy. Unfortunately, it’s often ignored. For example, once I was in a suburban Baltimore guitar store, where each guitar displayed a sign warning, “Please do not handle. If you wish to buy me, call a salesperson.”

Unfortunately, this owner didn’t understand the psyche of his customer—the musician who wants to make music! Oh sure, I know the owner is trying to deter the “masses from making musical mayhem,” but there were so many other ways the message could have been conveyed!

What if the sign on the guitar said: “Together we’ll make beautiful music – Please call a salesperson so you can start to enjoy me!”

Or, “I’ll make you a star! Please call a salesperson so I can hear your musical talent!”

Or, “My strings are lonely, please call a salesperson and bring them to life!”

Confucius says…

Confucius must have been a pretty good businessman. He once said, “If you tell me I will forget, If you show me, I will remember, If you involve me, I will understand!” So the next time your customer or prospect wants to touch, see, sniff, taste or hear, let ‘em! These statistics reveal the full story and value of involvement:

People remember:

20 percent of what they hear

30 percent of what they see

50 percent of what they see and hear

80 percent of what they see, hear and do

One financial planner I know uses a strategy that makes his presentations or reveals especially memorable and profitable. Why? Because Rick has mastered the art of involvement. Rick’s clients are wealthy, high-net worth individuals, sophisticated decision makers. However, Rick is the first to admit that his approach is not sophisticated. If anything, it’s simplistic. It’s also very effective.

Here’s what Rick does: He takes out a plush felt bag filled with pennies. He gently hands the bag to his clients and tells them that the bag represents their “financial future.” He then encourages them to pour the pennies onto the conference table. Somewhat skeptically, they do.

Rick then tells his clients (let’s call them Harry and Pam) that each penny represents $10,000 and belongs to them—it’s their money. Rick suggests that they push, pull and slide the pennies across the table to form different piles. Each pile or category represents the couple’s goals. One pile could be a retirement fund. Another could be set aside for their children’s education. While another represents a major purchase down the road or significant contributions to various charities.